Using a Promotional Calendar

Here I will explain how you can use special occasions to ramp up your sales...

Tests have proven that the more you communicate with your prospects and customers—the more sales you’ll make. So I advocate sending at least one special offer a month to your existing customers and prospects. The simple fact is that selling your products or services once a month to your customer and prospect lists is without question a phenomenally successful way of getting more sales.

The good news is, however, that a carefully planned approach to your offers can add increased sales power EVERY SINGLE MONTH. How?

You use what I call a ‘Promotion Calendar’.

Savvy restaurants have used this approach for decades. They theme their evenings based on special calendar occasions such as Valentine’s Day, Halloween, Christmas Day and New Year’s Day and as a result they can significantly increase their numbers.. Why? Because they get involved in the conversation that’s going on in the minds of their customers.

But they’re really only scratching the surface. There are many more special days, famous people’s birthdays and the like to take advantage of.

The good news is no matter what product or service you sell, you can take advantage of this approach. Just because you may not run a restaurant doesn’t mean to say you can’t run a Valentine’s promotion, for example.

So here’s what you do...

STEP 1:  Look at the Promotion Calendar in my Dec19 Newsletter and choose at least one promotion per month to run for customers AND prospects

It may be that you have the same promotion for customers and prospects—or you may choose a different one for each—it’s up to you.

Notice I’ve also included a few special dates from around the world. Although these are not necessarily days we celebrate, they are still well-known. So, don’t be frightened to use them—they work just as well!

STEP 2:  Add in your launch dates

Next you need to work back from the special occasion and agree your ‘launch dates’. These are the dates when you send your marketing pieces.

STEP 3:  Create your offer

Clearly, you’re not going to create ALL your offers for the following 12 months—all at once. The key is to tie the promotion and your offer into the special occasion. Here’s how you tie it all together...

The more creative you get—the better! Once you start doing this each month, you’ll come up with better themes and then you can simply repeat them again the following year!

STEP 4:  Media & Marketing Piece Creation

Once you’ve nailed your offer, you then need to decide what types of media you’re going to use and the corresponding marketing pieces. Remember, you’re always going to have two or three (or more) follow-up pieces to ensure each promotion is very successful.

STEP 5:  Prepare & Launch

As I said earlier, make sure you prepare well in advance and make sure you plan sufficiently ahead of time so you launch on time each month.